Boost mobile LLC

Shannon Wooton, Mktg. Dir.

Team One *Lead Agency

Jason Harrington, Associate Communications Dir.
Mark Miller, Associate Dir. - Brand Planning
Amber Browning, Senior Brand Planner
Richard Turner, Management Dir.
John Maxham, Creative Dir.

In a crowded, competitive and tenuous marketplace, Nextel's youth brand Boost Mobile, chose to launch. Boost, like the rest of the wireless industry was focused on the highly sought after youth market. In order to survive, Boost would have to find an entirely new approach to selling prepaid products to youth ages 12 to 24. Boost was able to attract a younger than average demographic by uncovering that Tribes of young people are connected through a unique use of language. While in only 12% of the country Boost was able to outpace their biggest national competitor, consistently exceed month-over-month sales objectives and achieve their ultimate goal -- a national rollout.